Problem

A candidate for city council needed a full suite of services to maximize his chances of winning at the ballot box during the primary election. Core challenges included limited name recognition and previous difficulties resonating with the sensibilities of a decidedly more moderate voting base. The candidate had limited engagement across print, web, and social media as well, and was curious about the best mix of channels to reach the target voter base.

Solution

I served as a part-time campaign manager, leading digital strategy, content creation, and online presence across the campaign’s website and social media channels.

I began with a full site redesign, including copywriting, visual identity, and generating a consistent content calendar. Further, I oversaw the campaign’s social media presence, managing Meta (Facebook, Instagram, Threads), as well as LinkedIn and Nextdoor. Through compelling graphics, short-form videos, and detailed blogs, I educated local voters on the candidate’s merits and accomplishments.

Image and Messaging Matter

Messaging was crafted to reflect the candidate’s progressive values. Content was tailored to speak to kitchen table issues that addressed the primary concerns of residents. Through consistent branding, I grew momentum over the course of one year to improve voter turnout in the district.

Structural Support

Beyond digital, I provided full strategic and operational support across communications, voter outreach, and team coordination. This included drafting press releases, talking points, and campaign copy, as well as coordinating volunteers for canvassing, phone banking, and tabling. I set up project management systems to keep the team aligned through weekly check-ins and clear accountability structures. 

Through these combined efforts, I helped build a visible, community-connected campaign presence throughout a competitive local race.

Campaign Results

From November of the previous year to the June primary election, the campaign had explosive growth across all channels, with total users up 2,792%, sessions up 2,880%, and nearly all traffic from new users.

Reaching Fresh Audiences

Organic social was the clear winner, driving over 20,000% more users and 22,678% more sessions. Direct traffic was also solid at 773% user growth with highly engaged sessions. Email showed steady performance with 1,469% more users.